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EMAC 2021 Regional Conference


Digital technology in the retail environment & consumer emotions
(R2021-104561)

Published: September 22, 2021

AUTHORS

Sofia Kousi, Nova School of Business and Economics; Gaetano Naselli, Nova SBE

KEYWORDS

cashier-free; consumer emotions; in-store experience

ABSTRACT

Advanced digital technology has changed the retail shopping experience, with several supermarket chains investing in cashier-free store formats. The present paper examines how the new technology affects consumers’ affective responses, including in cases of service disruptions. The results of an exploratory experiment (N= 151) indicate that compared to the traditional self-checkout supermarket, the cashier-free technology is well-accepted by young consumers, who find it more empowering and exciting. Contrary to our expectations, consumers react the same way to technical problems that may arise in the store. Implications for retailers who plan to invest in cashier-free stores are discussed.

REFERENCES

This work used infrastructure and resources funded by Fundac?a?o para a Cie?ncia e a Tecnologia (UID/ECO/00124/2013, UID/ECO/00124/2019 and Social Sciences DataLab, Project 22209), POR Lisboa (LISBOA-01-0145-FEDER-007722 & Social Sciences DataLab, 22209)